Were you ever told never to buy the first thing you see?  It turns out biology is working against that advice. 

New research in the journal PLoS One found that humans are wired to grant “cognitive privilege” or favor to the first in a series of options whenever they have to make a snap judgment.

Collecting data from three different experiments in which people were asked to make a snap decision between a series of like objects – for example: researchers approached random people on the Boston subway and asked them to choose between Bubble Yum and Bubblicious bubble gum – the study’s subjects showed an automatic preference for the first choice in all experiments. . 

Researchers suggest that the preference might have evolutionary roots and could have a slew of implications for marketers.